Something remarkable is something worth talking about, something that is noticed. When you take a look at your products and services or take a look at your brand and customer experience, are people talking?

In Seth Godin’s book “Purple Cow,” he uses the analogy of cows to demonstrate the point of being remarkable. He states that if you were driving along a country road that was lined with cows, the first cow may get a reaction but after awhile the cows become boring. But in a crowd of cows, a purple cow would stand out and be something worth talking about.

How do you stand out or reinvent your brand to get the buzz going again?

When you have been in business a long time and competition in your space becomes fierce, you run the risk of your product becoming a commodity. When your product becomes a commodity, you find yourself either competing on price or brand loyalty. This is the time to do something different to stand out from the competition that makes people want to talk about it.

What is going to be your purple cow? Here are some tips to consider for transforming your product to be a purple cow.

1) Redefine your packaging
When Dutch Boy needed to stand out in a crowded paint market, they did something remarkable, they changed the paint can. Think about it, paint cans are heavy, hard to carry and difficult to pour so they created an easy to carry and easy to pour paint can with a handle. Remarkable!

2) Redefine your product
When Curad needed to gain market share against Band-aid, they did something remarkable…they put cartoon characters on their bandages and appealed to a niche market, little kids and their parents who wanted to make their child’s “boo boos” go away. When the kids went to school and the other kids saw them, a marketing frenzy happened. That’s remarkable.

3) Redefine your promotion

When Krispy Kreme donuts enter into a new market,they give away thousands of donuts to the local community to build a buzz and to get people talking about their donuts. Add a fantastic tasting donut and you created something remarkable.

So when you feel nobody is talking about your products and services or that you are blending in to a crowded marketplace, think about what small changes you can make to be remarkable.

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